University of Stirling

Changing tobacco advertising to reduce the number of smokers

Through research which examines the effect of marketing on health, the Institute for Social Marketing at the University of Stirling has provided vital evidence to underpin policy and legislation, improving the health of current and future generations.

The Institute's research was pivotal in the UK and Scottish governments' decisions to change the law to state that all packaging for tobacco products must have a standard colour, shape and font. 

This change in law is designed to cut the number of smokers and deter non-smokers – particularly young people – from taking up smoking.

The Department of Health estimates that this policy will have a net benefit to government of £25 billion, 10 years post-implementation.

Further reading